Aligning marketing communications with sales enablement to increase impact
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Tracey Fanelli, Senior Vice President, Marketing and Communications, Wells Fargo
Transcript of Aligning marketing communications with sales enablement to increase impact
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We need to be customer-focused!
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Lesson #1
Look deeper than the initial request
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How we started
§ Started small with one topic area
§ Pilot training
§ Tailor materials
§ Train again
§ Message again
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Lesson #2
Test, refine and test again
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Lesson #3
Find your advocates
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Launch
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Be ready!
Lesson # 4
Money talks
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Why should marketers care?
57%
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Customers’ progress through the purchase decision before engaging sales
14 Source: 2011 Corporate Executive Board Customer Purchase Research Survey; CEB Research (n=1399)
Customer due diligence begins
Customers are choosing to delay commercial conversations with suppliers
Purchase Customer’s first serious engagement with sales
57% complete
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Lesson #4
Marketing owns the message
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"…the goal of collaboration is not collaboration, it’s better results!”
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− Morten Hansen, management professor at University of
California, Berkeley and at INSEAD, France
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